Samsung Australia has teamed up with Joshua Gross, Sophie Monk’s husband, to spotlight the overlooked heroes of social media.
The campaign celebrates the Unsung Snappers – dedicated people spotted often in the wild behind a phone camera, doing their best to get the perfect shot for someone else.
Almost half of Australians make up this group, with 45% of those surveyed admitting to taking photos for a partner, friend or family member’s social media at least once a week, according to research commissioned by Samsung.
While many Aussies will go to great lengths to get help out a mate, new research has found that the majority of Australians (70%) say that taking photos for social media can impact their ability to simply enjoy the moment. Meanwhile, 57% say their biggest frustration is when it takes too long to get the ‘perfect’ photo in public and almost half of Gen Z (50%) and millennials (46%) have said they’ve felt embarrassed taking photos of others.
The tongue-in-cheek campaign ties in with the recent launch of the super slim Galaxy S25 Edge, which aims to empower the Unsung Snappers of Australia with the tools they need to capture the perfect shot almost every time.
Gross said: “If the shot doesn’t work out, it’s on me. There’s a lot of pressure to get a great photo when you’re photographing one of the most beautiful women in the world.”
“While I’m lucky to have a gorgeous subject, I’ll often take hundreds of shots to make sure we get ‘the one’. There’s always the risk of uncontrollable aspects – weather conditions or someone walking into frame without us realising.
“While I’m focused on securing the perfect shot, I have to put my muse first, and with the Galaxy S25 Edge, Samsung has made it easier for hard-working Unsung Snappers like me to get an amazing photo.”
Samsung noted research noted that almost a third of Australians have said they frequently get asked to retake a photo by a partner or friend as they aren’t happy with their facial expression, with the same percentage of respondents citing that photos are often ruined by someone or something in the background.
Samsung’s Galaxy AI editing tools allow Unsung Snappers can make easy and efficient tweaks to photos using features like Object Eraser, Best Face and Audio Eraser.
“The Galaxy S25 Edge, with its flagship camera and Galaxy AI enhanced image capture and editing suite gives Australians the tools they need to nail the shot— replacing retakes and complaints with effortless, shareworthy moments,” said Nathan Rigger, Head of Product, Mobile eXperience at Samsung Australia.
“By helping Australians get the shot they want the first time, they can hopefully focus on and enjoy the moment.”
Top image: Josh Gross